12.05.2025 Marketing and PR
Outdoor advertising in Poland. OOH market by the numbers
KFi
In 2024, the outdoor advertising market in Poland reached a record PLN 806 million, with its digital segment growing by 32%. Notably, growth was faster outside the largest cities. Advertising on buses and trams also proved more effective than many online campaigns.
w wydaniu polskim
illustration: DALL-EIn 2024, out-of-home (OOH) advertising in Poland saw strong growth, reaching a value of PLN 806 million. That’s a 9.7% increase from the previous year, according to the "OOH Advertising in Poland" report by OOHlife Economic Chamber. The Digital OOH segment expanded especially rapidly, with a value increase of 32.2%, reaching PLN 231.85 million. The market has entered a new phase of development where digitization, automation, and integration with other communication channels are taking the lead.
Billboard or screen? The market is going digital
The outdoor advertising market in Poland consists of three main segments: classic OOH, public transport advertising, and Digital OOH (DOOH). While traditional formats still dominate in terms of market share, it`s the digital format that is growing the fastest. In 2024, DOOH accounted for nearly 29% of the market, compared to just 11.3% five years ago.
| Outdoor advertising segment | Value (PLN million) | Year-on-year growth |
|---|---|---|
| Classic OOH | 521.73 | -0.08% |
| City transport | 52.46 | +29.6% |
| Digital OOH | 231.85 | +32.2% |
| Total | 806.04 | +9.7% |
Despite a drop in the percentage share of traditional formats (from 69.1% to 64.7%), their value remained stable. This segment is led by 18 m² billboards and illuminated citylights, which generate nearly 70% of revenue here.
Bus as billboard and the digital offensive
The public transport advertising segment performed surprisingly well. The value of campaigns on internal and external media in buses, trams, and the metro increased by nearly 30%. This growth was driven by advertisers focusing more on smaller cities and combining traditional spaces with digital LCD screens.
- Main clients included brands from the telecom, retail, food, and media industries.
- New developments included campaigns by local governments and the growing importance of vehicle route tracking systems, which allow for more precise targeting.
Public transport advertising is becoming not just a visual element but also an analytical tool. Digital media saw the fastest growth. The 32.2% increase was fueled by a growing number of public screens - at bus stops, shopping malls, airports, and onboard public and rail transport vehicles.
- DOOH now makes up 28.8% of the total market.
- In Q4 2024, its share hit a record 32.6%.
- Screens are managed in real time via programmatic technology, enabling dynamic content personalization.
This makes DOOH an attractive option for brands seeking to combine precise targeting with broad reach.
Who’s investing in OOH?
Ad spending in 2024 was concentrated in several key sectors:
- Retail - 15% share of the OOH market
- Telecom - 13%
- Media - 12%
- Food - 11%
- Beverages and alcohol - 8%
For Digital OOH, the structure is similar, though the food sector has a slightly larger share and retail a bit less. According to the authors of the OOHlife Economic Chamber report, the outlook for 2025 is just as dynamic. Influences may include the presidential election, continued digitization, the growth of analytics tools, and the rising importance of sustainability - more companies are investing in energy-efficient formats and green technologies.
COMMERCIAL BREAK
New articles in section Marketing and PR
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
AI or human? Data on customer preferences in the US, UK, and Canada
KFi
One in three consumers prefers talking to a bot rather than a human, and as many as 86% try to solve the problem on their own first. Still, 74% prefer to call when an issue is urgent. A new report from Five9 shows just how much customer service expectations have changed.
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
See articles on a similar topic:
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
Browser Fingerprinting. Marketing Uses Digital Traces
BARD
A fingerprint created for each browser can identify not only a device but also a specific user. The data collected this way is mainly used for marketing purposes, which can result in cases where, for instance, a Mac user pays up to 30% more for the same product than a PC user.
Dietary Supplements. How to Distinguish Information from Marketing
Ewa Zygadło-Kozaczuk
Where can you find reliable information about dietary supplements, and how can you distinguish factual information from advertising? The answer is not straightforward. In fact, additional doubts arise.
Why Influencer Marketing Works? Newspoint Report
BARD
For over 70% of consumers, content created by influencers is the primary source of product information. It’s the fastest-growing method for companies to acquire new customers. In three years, the global influencer marketing industry could be worth as much as $10 billion, according to the "Analytics and Influencer Monitoring" report by Newspoint.
